I was skeptical when I learned that Netflix was planning to open physical attractions in shopping malls. But after visiting the internet television network’s first Netflix House last week in suburban Philadelphia, it changed my mind. I now think it could work.
Netflix House Philadelphia is located in a former Lord & Taylor department store in King of Prussia, Pa. The store had been vacant since 2021. It is free to enter and explore the gift shop, dine at the Netflix Bites restaurant, and to take selfies in Netflix photo op areas.
It also has premium immersive experiences and games based on Netflix shows like “Wednesday” and “Stranger Things.” They range from escape-room adventures and virtual reality sessions to mini-golf. I can see those as popular for birthday parties and corporate team building. Plus, it has a 229-seat movie theater for special screenings and events.
Netflix is planning to open three such attractions. The second Netflix House will open Dec. 11 in Dallas. A third will follow in 2027 in Las Vegas.
Netflix House Dallas will be located in a former Belk department store, which closed in 2020.
Given the tough retail climate today, there are many such vacant spaces in shopping malls nationwide. The mall owners likely gave Netflix a sweet deal to take over the space, both of which span 100,000 square feet over two floors.
Still, are these facilities part of Netflix’s marketing and promotions budget or does the company see them becoming a Dave & Buster’s-like franchise?
These attractions aren’t cheap to create and operate, so we shall see how the public responds. I think the locals will give them a try initially, but their staying power is an open question.
Photos: Netflix House Philadelphia in King of Prussia, Pa. (Netflix)
